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CookHopkins-SocialMediaWhitePaper

CookHopkins-SocialMediaWhitePaper

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Published by: 0031 new media marketing on Jun 01, 2007
Copyright:Attribution Non-commercial

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05/08/2014

pdf

text

original

 
c
Edition 1.0
 Trevor Cook & Lee HopkinsMonday, October 30, 2006 
An
 
introduction
 
to
 
the
 
power
 
of 
 
“Web2.0”
 
Social
 
Media
 or, “How I learned to stopworrying and lovecommunication”
 
 
“Markets are conversations. Markets consist of human beings,not demographic sectors.Conversations among human beings
sound 
human. They are conducted ina human voice.The internet is enablingconversations among human beingsthat were simply not possible inthe era of mass media.”The Cluetrain Manifesto
 
©
 
2006
 
T
REVOR
C
OOK
&
 
L
EE
H
OPKINS
.
 
A
LL
R
IGHTS
R
ESERVED
 
“The internet is a powerful tool.But most attention seems to focuson its use as a means of verticalcommunications: from one to many.“…But as important as this is — andit’s very important indeed — it’s probably dwarfed by the much morenumerous horizontal communicationsthat the internet, and relatedtechnologies like cell phones, text message and the like permit. Theyallow a kind of horizontalknowledge that is often lessobvious, but in many ways at leastas powerful, as the vertical kind.“Horizontal knowledge iscommunication among individuals,who may or may not know each other, but who are loosely coordinated bytheir involvement with something,or someone, of mutual interest. Andit’s extremely powerful, because it makes people much smarter.”
Prof. Glenn Reynolds
 

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